ความสาคัญของลักษณะศูนย์การค้าที่ต้องการสาหรับผู้บริโภควัย 50-65 ปี ในกรุงเทพมหานคร / ศุภกาญจน์ คทวณิช =The Importance of the Attributes Needed of the Department Stores for Consumers Aged 50-65 Years Old in Bangkok Metropolitan / Suppakarn Kathavanich
The purpose of this research is to study the needs of customers aged 50-65 years old for developing the department store for the aged group of consumers in the future of Thailand. This research studies the demographic factor, lifestyles and the importance of the attributes needed ofthe department store forconsumers aged 50-65 years old.The sample of this research is 405 customers who are between 50-65 years old in Bangkok. Questionnaire is the research’s tool for collecting the data. The reliability of the questionnaire by Cronbach’s Alpha Coefficient is0.703. Thedata collection method is a face-to-face questionnaire administration. The statistical techniques are descriptivestatistics, exploratory factor analysis and multipleregression. Thedata analysis foundthat the majority of samples are females, working as companies’ employees, an average income between 31,001 - 45,000 Baht per month, married, have children and live with them.
The factor analysis revealsthat the lifestyles of the samplescan be classified into5 different types: active, sociable, talented, rational and cultural.Each group has different attributes needed of department store, active groupsneed department store’ news via facebook or line, sociable groups need health store and specialized health clinic, talented groups need art exhibition corner, rational groups need a separate children’s play zone and a fitness center, cultural groups need the borrowing and reading books corner. However the mostattribute needed of department store for all sample groupsis near to their houses or workplaces, followed by safety and convenient parking, respectively.
The most three importantattributes ofthe department store for the samplesare the safety system, nearbytheir houses or workplaces and thesafety toilets, respectively. The intention of the samples to go to the department stores is high. The test of hypotheses show that gender and lifestyles factorsdo not have impact upon the intention to go to the department stores for customers aged 50-65 years old, meanwhile income status and the importance of the attributes needed of the department store factorshave influence upon the intention to go to the department store for customers aged 50-65 years old at 0.05 statistically significant level.The results of this research can provide the guidelines to develop the importance attributes needed of the department store for customers aged 50-65 years old.